Merman USA Produced “Abracadabra: From Fan to Featured” for Lady Gaga Wins Gold At Cannes

The Merman USA produced, fan-powered video “Abracadabra: From Fan to Featured” for Lady Gaga in partnership with Mastercard and agency McCann XBC has won Gold at Cannes Lions for Fan Engagement/Community Building, and a Bronze in the Social & Creator category. Celebrating Lady Gaga’s single “Abracadabra”, the video brought together Little Monsters from around the world to create their own fan edit of Gaga’s bold video. Directed and choreographed by the one and only Parris Goebel, and brought to life by Merman’s high-impact production, the campaign stands as a testament to the power of community-driven storytelling and the creative possibilities of brand, fan and artist collaboration.